Chapter 17: Designing and Managing Integrated Marketing Communications
The evolution in marketing requires marketers to communicate the value of their products and services to customers in a way which promotes healthy relationships. Communication decisions have become an important consideration for the marketers in order to effectively reach and influence the target market.
Marketing communication is defined as the means by which a company informs, persuade and remind its customers directly or indirectly about its products and offerings. It represents a source of establishing healthy relations with the customers in an attempt to encourage their loyalty towards the company’s products or services. There are several modes of communication which have developed with the changing market conditions and circumstances. They include: advertising, sales promotion, events and experiences, public relations and publicity, direct marketing, interactive marketing, word of mouth marketing and personal selling. The impacts of these modes of communication include: brand awareness, brand image development, strengthening customer loyalty and brand equity. However, the communication activities must be coordinated and integrated to deliver effective value in order to gain strategic positioning in return. Communication process is based on nine key factors that play their role in communication. The process involves two parties i.e. sender and receiver, two tools i.e. message and media and four functions i.e. encoding, decoding, response and feedback. Last element of communication process is noise which creates distortion in the communication process.
Consumer’s response to the communication has been categorized in four models. Firstly, AIDA model reveals customer attention, interest, desire and action. Secondly, hierarchy of effect model illustrates aspects such as awareness, knowledge, liking, preference, conviction and purchase. Furthermore, innovation adoption model focuses on awareness, interest, evaluation, trial and adoption. Lastly, communications model is based on exposure, reception, cognitive response, attitude, intention and behavior. The response to these communication models is viewed in three stages which include: cognitive, affective and behavioral stages.